Content marketing is sometimes seen as an independent strategy, but it’s actually an enhancer for your other campaigns.
Content marketing, put simply, is the process of publishing ongoing content in the form of articles, infographics, videos, and other mediums on your blog or website. The goal is to make your brand seem more attractive, get more people to your site, and increase the likelihood of conversion for each visitor. But while content marketing is often seen as an independent strategy on its own, its most important role is as an assistant to your other strategies.
Here’s how content marketing helps increase the value of your other marketing initiatives:
1.      It serves as enticement material. If you’re looking to offer something valuable to your potential audience to get their attention—say, in an email blast—content is the perfect choice. It provides valuable information, and it’s relatively inexpensive to produce.
2.      It provides an ideal landing page. If you’re funneling people to a specific part of your website, an article or whitepaper is an ideal spot to land. It serves as a great first impression and can keep people interested in your site.
3.      It serves as brand background research. When a potential customer hears about your site from another marketing channel, he/she will likely do some background research before buying. If your content serves as their background research of choice (which is likely if you promote it), you’ll earn a greater reputation.
4.      It helps increase onsite conversions. Content allows you to show off your authority, personality, and trustworthiness. No matter where your customers come from, the extra content can help increase your total conversion rate.
5.      It increases overall visibility. If you use content correctly, you can use it to get seen on multiple channels all over the web. The more your brand is seen, the more it will stick in people’s minds, and the more overall brand recognition you’ll have to fuel your overall marketing strategy.
Content marketing is one of the most effective marketing strategies around—but its real power is aiding others. If you don’t already have a content marketing strategy, contact us—we can help!
